Whether selling via traditional channels or eCommerce, marketers must first identify their target demographic. Creating an accurate customer profile of who, why, where, and how is critical to promoting a brand.
Social media marketing, for example, allows for a low-cost, targeted presence. It is important for a company to understand where their potential clients spend their time, how they communicate, their interests, and problems.
- What is a Customer Profile?
- Who Are Your Ideal Customers?
- Benefits of a Good Customer Profile
- Building Your Customer Profile
- Future of Customer Data Profiling
What is a Customer Profile?
A customer profile describes your target market’s buying habits, demographics, interests, daily routines, and pain points. Marketers can target similar customers by creating and updating consumer profiles.
Using your existing data, you should begin to build a clear picture of your target customers’ attributes and behaviors.
Who Are Your Ideal Customers?
A Buyer Persona is a fictionalized representation of the target market for your products.
While a customer profile is an analysis of past successful conversions, identifying common psychographic characteristics that influenced their buying decisions, These customer profiling traits influence how and where you advertise your products and build your brand.
Benefits of a Good Customer Profile
It should be specific. Limiting your profile to a billion-person demographic leaves you directionless. Using more specific criteria allows you to:
- Identify high-converting prospects
- Lower marketing and acquisition costs
- Target individual buyers for bot sales and support
- Make more fact-based decisions rather than guesses
- Develop eCommerce and social media strategies to reach your target audience.
Building Your Customer Profile
The main issue is gathering enough data from existing customers to build a compelling customer profile. Here are some tips for a successful profile:
- Talk to your sales team about common characteristics they’ve seen in successful sales situations. How did those customers come to buy your products?
- Do a client survey. Identify common traits from sales data and customer reviews. Identify age, gender, and contact methods. Was it a desktop or a mobile device?
- Determine which online forums matter most to your clientele.
- Who are the key influencers among your customers?
- From where was the purchase? Identify trends by city, state, country, and continent.
- Research your industry and competitors to learn where and how they focus their marketing efforts.
Future of Customer Data Profiling
With more resources than ever to build a brand and a lasting presence, successful businesses know that customer data profiling is critical. Rather than buying “broadside” advertising on TV, radio, newspapers, and magazines, today’s marketers can create targeted content for online audiences most likely to buy their products or services.
Companies that do not fully understand their most likely customers’ characteristics and habits will be left behind by the competition. Use data and tools to define your customers and create a strategy to meet demand where it exists.